lufthansa - global advertising...

Reach Beyond Your Longitude.TM


Reach Beyond Your Longitude.TMThe Challenge:When the marketing team at Lufthansa discovered that 60 percent of their U.S. passengers have roots abroad, they turned to Global for help. Our job was to tap into this mix of demographics and promote the brand via culture-specific marketing campaigns and website localization.

Among the main challenges we faced were overall brand recognition, high price point perception, and how to successfully target economically savvy multinational consumers while competing against multiple non-stop carriers.

In response to these challenges, our goal was to create a campaign that could simultaneously target multiple consumer segments in a unified voice, while still speaking to each group uniquely.

We sought to position Lufthansa not only as the airline that acknowledges and understands each of its culturally diverse customers, but as an active and invested member of their individual communities.

Solution – Phase 1:To meet these goals, we created “We Fly Home,” a Lufthansa booking portal offering discounted fares to select countries. Through customized market research and analysis, we determined that the markets driving Lufthansa’s revenue stream were Russia, Israel, India, Poland, and Greece. We started with these five destinations.

Each market had a unique subpage created for direct messaging and tracking (for example, WeFlyHome.com/Poland). These microsites communicated Lufthansa’s new brand positioning of value and convenience both in English and in each target market’s unique language.

We further promoted the “We Fly Home” launch with aggressive brand positioning online and off via ad placement, special events, public relations, and viral and grassroots campaigns.

The Results:The results were staggering. Within three months of launching, WeFlyHome.com received over 300,00 unique visitors and overall ticket sales surpassed Lufthansa’s target by 91 percent. In the five years since, “We Fly Home” has grown from five to twenty countries.

Across all markets, Global continued to position Lufthansa as an active community brand, with sponsorship and participation in dozens of events such as the Polish Film Festival in L.A., the Israel Pride Parade in New York, the Iranian Norouz Festival in California, Albanian beauty pageants in Las Vegas, and website demonstrations in the Lebanese community.

LufthansaTaking the multicultural route




Solution – Phase 2:Following these successes, we began working on increasing Lufthansa’s brand visibility and loyalty in the South Asian community, with campaigns stimulating sales via affiliated travel agents for full market coverage.

We first launched “Lufthansa Movie Night,” booking movie theaters in eight strategic cities – important hubs for the airline that also had some of the largest Indian-American populations in the U.S. In a campaign promoted entirely online, visitors to LufthansaMovieNight.com could register to receive free tickets to a special Lufthansa-hosted screening of a current Bollywood blockbuster.

Next, we created the “Lufthansa Wedding” contest, for which we partnered Lufthansa with leading Indian fashion designer Manish Malhotra. The contest called for couples to submit their stories of meeting and falling in love, with visitors to the site voting for their favorites. The winning couple received a custom-made wedding dress designed by Mr. Malhotra, along with a pair of roundtrip tickets to India via Lufthansa.

The Results:

Ultimately, both campaigns became viral sensations. For “Lufthansa Movie Night” we received over 22,000 emails, while the “Lufthansa Wedding” contest garnered over 55,000 responses.

Other Campaign Successes:• Traffic to all country pages of “We Fly Home” continued to increase significantly and search engine stats recognized WeFlyHome® as an established brand name.

• Through our constant campaign optimization and ongoing cultural media evaluation, the cost-per-ticket of the advertising campaign decreased by 40 percent.

• The Indian travel agent campaign increased sales by 25%, while traffic to WeFlyHome/India was sustained.

• Overall, the campaigns increased brand recognition and solidified Lufthansa’s brand image as the culturally sensitive air carrier, committed to multicultural markets in the United States.




lufthansa.com/wefl yhome

Fares are shown in U.S. dollars for Economy Class travel on Lufthansa. Saturday night stay required and maximum stay is 3 months. Limit 4 passengers per booking. Tickets must be purchased at least 5 days prior to departure and no longer than 360 days in advance. All fares displayed are one-way basedon round-trip purchase. Fares are subject to change without notice and are based on the most direct routing to each destination. Additional transfers will increase the fares. Weekend surcharges may apply. Routing includes up to two transfers in Germany each way, no stop-over possible. Fares do notinclude fees, taxes and airport charges up to $176, including the September 11th Security Fee of a maximum of $10 per round trip. Seats are limited and may not be available on all days/flights. Tickets are non-refundable and other restrictions apply.

568$ 555$ 610$

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590$ 590$ 585$

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.lufthansa-usa.com/WeFlyHome

lufthansa-usa.com/WeFlyHome

Μεγάλες εκπλήξεις.Μια προσυορά από τη Lufthansa.

lufthansa.com/weflyhome

Λος Αντζελες –Αθήνα

Σαν Φρανσίσκο –Αθήνα

από από

$437 $455**

Κερδίστε χρήματα με τις χαμηλές μας τιμές και κάντε αξέχαστα δώρα στην οικογένειά σας. Κάντε κράτηση τώρα στην τοποθεσία lufthansa.com/weflyhome

Fares are shown in U.S. dollars for Economy Class travel on Lufthansa and available online only. Tickets must be purchased by March 20, 2010. Saturday night stay required and maximum stay is 3 months. Limit 4 passengers per booking. Depart by March 25, 2010. Tickets must be purchased at least 5 days prior to departure and no longer than 360 days in advance. All fares displayed are one-way based on round-trip purchase. Fares are subject to change without notice and are based on the most direct routing to each destination. Additional transfers will increase the fares. Weekend surcharges may apply. Routing includes up to two transfers in Germany each way, no stop-over possible. Fares do not include fees, taxes and airport charges up to $214, including the September 11th Security Fee of a maximum of $10 per round trip. Seats are limited and may not be available on all days/flights. Tickets are non-refundable and other restrictions apply.

*Οι τιμές είναι ενδεικτικές και ισχύουν για απλή μετάβαση, μόνο με την αγορά εισιτηρίου μετ’ επιστροφής.

Экономьте с нашими низкими ценамии привозите домой памятные подарки.Закажи сейчас на lufthansa.com/wefl yhome

Fares are shown in U.S. dollars for Economy Class travel on Lufthansa and available online only. Tickets must be purchased by May 8, 2010. Saturday night stay required and maximum stay is 3 months. Limit 4 passengers per booking. Depart by May 13, 2010. Tickets must be purchased at least 5 days prior to departure and no longer than 360 days in advance. All fares displayed are one-way based on round-trip purchase. Fares are subject to change without notice and are based on the most direct routing to each destination. Additional transfers will increase the fares. Weekend surcharges may apply. Routing includes up to two transfers in Germany each way, no stop-over possible. Fares do not include fees, taxes and airport charges up to $214, including the September 11th Security Fee of a maximum of $10 per round trip. Seats are limited and may not be available on all days/fl ights. Tickets are non-refundable and other restrictions apply.

Приятные сюрпризыЗаслуга Lufthansa.

lufthansa.com/wefl yhomeБостон –Москва

Нью-Йорк – Ст. Петербург

Сан-Франциско – Ст. Петербург

oт

$450oт

$472oт

$614***

* Примерные цены в один конец основаны на покупкес возвращением.

Fares are shown in U.S. dollars for Economy Class travel on Lufthansa and available online only. Tickets must be purchased by March 18, 2009. Saturday night stay required and maximum stay is 3 months. Limit 4 passengers per booking. Depart by April 2, 2009. Tickets must be purchased at least 5 days prior to departure and no longer than 360 days in advance. All fares displayed are one-way based on round-trip purchase. Fares are subject to change without notice and are based on the most direct routing to each destination. Additional transfers will increase the fares. Weekend surcharges may apply. Routing includes up to two transfers in Germany each way, no stop-over possible. Fares do not include fees, taxes and airport charges up to $214, including the September 11th Security Fee of a maximum of $10 per round trip. Seats are limited and may not be available on all days/fl ights. Tickets are non-refundable and other restrictions apply.


Νέα Υόρκη –Αθήνα

Νέα Υόρκη –Θεσσαλονίκη

Νέα Υόρκη –Χανιά

από

$295από

$334 $344***από

Αναχωρήσεις από 18 Αμερικανικά αεροδρόμια.Πτήσεις σε 5 διαφορετικούς προορισμούς στην Ελλάδα.Εξυπηρετικές ανταποκρίσεις για τον προορισμό σας.Τα πάντα γι’ αυτή τη μοναδική στιγμή.

Το σπίτι σας είναι μια στάση μακριά. Η Lufthansa προσφέρει35 πτήσεις εβδομαδιαίως μέσω Φρανκφούρτης και Μονάχουσε 5 πόλεις της Ελλάδας: Αθήνα, Θεσσαλονίκη, Ρόδο,Ηράκλειο και Χανιά. Μάθετε περισσότερα στην ιστοσελίδα lufthansa.com/wefl yhome

*Οι τιμές είναι ενδεικτικές και ισχύουν για απλή μετάβαση, μόνο με την αγορά εισιτηρίου μετ’ επιστροφής.

Fares are shown in U.S. dollars for Economy Class travel on Lufthansa and available online only. Tickets must be purchased by May 31, 2009. Saturday night stay required and maximum stay is 3 months. Limit 4 passengers per booking. Depart between April 3 and May 31, 2009. Tickets must be purchased at least 5 days prior to departure and no longer than 360 days in advance. All fares displayed are one-way based on round-trip purchase. Fares are subject to change without notice and are based on the most direct routing to each destination. Additional transfers will increase the fares. Weekend surcharges may apply. Routing includes up to two transfers in Germany each way, no stop-over possible. Fares do not include fees, taxes and airport charges up to $214, including the September 11th Security Fee of a maximum of $10 per round trip. Seats are limited and may not be available on all days/fl ights. Tickets are non-refundable and other restrictions apply.

Вылеты из 18 аэропортов США.Рейсы в 12 городов Росcии, Украины и Казахстана.Самые удобные пересадки на пути домой.Всё ради этого мгновения.

До дома - всего одна остановка. Люфтганза предлагает 167 вылетов еженедельно через Франкфурт и Мюнхен в Москву, Санкт-Петербург, Екатеринбург, Казань, Нижний Новгород, Пермь, Самару, Уфу, Киев, Днепропетровск, Донецк и Алматы. Подробности на сайте: lufthansa.com/wefl yhome

*Примерные цены в один конец основаны на покупке с возвращением.


Бостон –Москва

Нью-Йорк – Ст. Петербург

Лос-Анджелес – Москва

oт

$256oт

$363oт

$438***

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